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Adventure Amore CASE STUDY

Google Ads Case Study

Take a look at how we took the existing ad account for Adventure Amore and turned it into a high-converting machine for booking elopement photography packages in Colorado. As a result of running these campaigns, we hit the client’s goals two months in a row.
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Initial Campaign Setup

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We initially created five different campaigns to help the client hit their goals, though this case study primarily focuses on the highest-performing campaign. The campaigns were:

  • Colorado Elopement Packages
  • Places to Elope in Colorado
  • Mountain Elopement
  • Places to Elope Near You
  • Colorado Elopement Photographers

 

We ran these side by side to determine which would perform best, and the Elopement Packages campaign outperformed all the others, so we doubled down on that.

Key Achievements and Insights

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Enhanced Click Performance

The campaign experienced a 3.55% increase in total clicks, indicating improved effectiveness in driving user engagement with our adventure photography ads.

Refined Targeting Strategy

We ensured relevance in our campaigns by focusing on people looking specifically for elopement packages.

Increased Click-Through Rate (CTR)

Despite a 5.20% decrease in total impressions, we achieved a remarkable 9.23% increase in CTR. This improvement indicates that our ad messaging and imagery resonated well with the target audience, leading to higher engagement and interest in the client’s photography services.

Enhanced Conversion Metrics

The campaign witnessed significant improvements in conversion-related metrics, with conversions increasing by 188.89% and the conversion rate by 178.86%. Our optimized strategy effectively converted interest into action, resulting in a surge of valuable inquiries and bookings for the client.

Cost-Effectiveness

Despite a notable 38.81% increase in CPC and a significant 44.24% rise in total cost, the campaign’s overall cost efficiency improved. The cost per acquisition (CPA) decreased by 50.09%, indicating a more efficient conversion of leads into paying customers.
Following these strategies helped the client reach his goals for two months in a row, with more than enough bookings to support his business.
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Optimizations and Adjustments

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One of the interesting things about taking on this project was that the client had already created and tested a fair amount of campaigns on their own. For this reason, we didn’t have to start from scratch and run so many experimental campaigns to determine which keywords would be most useful to promote the client’s core services. We could simply export all the keywords from the account and evaluate which brought in the most conversions at the best cost. 

With the supporting campaigns running alongside the packages campaign above, we exceeded the client’s expectations in accumulated bookings.

Regarding copy considerations, we considered what details would be most appealing to the client’s target audience, including an emphasis on adventure. Many of the client’s target audience are looking for an experience like no other. In the copy, we expressed how they could

Conversion Tracking Challenges

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This client registered bookings on a platform called Honeybook. As we do for most of our clients, we established tracking for Ads and Analytics using Google Tag Manager and the built-in call tracking included on the Google Ads platform. 

However, during our collaboration with this specific client, we encountered a notable challenge that required thorough troubleshooting and testing to resolve. The issue was that the conversion tag wasn’t firing upon user redirection to the thank you page following form submission.

After meticulous investigation, we identified the root cause: the redirection URL set in Honeybook utilized “http://” instead of “https://.” This seemingly minor difference had significant implications, preventing the tag from correctly firing and thus hindering our ability to track user interactions accurately.

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Conversion Tracking

We established tracking for ads and analytics using Google Tag Manager, and the built-in call tracking is included on the Google Ads platform. 

Usually, we use thank you page views as conversions to track the number of people who sign up with a form. Still, we have sometimes developed more technical tracking solutions that only fire when someone completes and submits an online form. 

There are calls-from-website conversions that trigger when anyone calls from the number posted on the client’s website. It isn’t unusual for users to visit the website on mobile and then click the phone number link to call them. 

There is also tracking on Google Ads from the call extension when anyone dials the number directly from the ads when they show in search results.

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Budget Allocation

Conclusion

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Our collaborative efforts and strategic approach led to two consecutive months surpassing the client’s booking goals, providing ample support for their business growth. Leveraging existing campaign data and implementing tailored optimizations allowed us to maximize results efficiently, exceeding the client’s expectations. 

Furthermore, overcoming conversion tracking challenges, such as resolving redirection URL discrepancies in Honeybook, underscored our commitment to ensuring accurate tracking and measurement of campaign performance. This proactive problem-solving approach enabled us to regain full visibility into user behavior and campaign effectiveness, enhancing our ability to drive informed decision-making.

In conclusion, our Google Ads campaign achieved notable success. It showcased the value of strategic planning, continuous optimization, and proactive problem-solving in driving tangible business outcomes for our adventure photography client.

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